Colbert Nation and the Olympics

Late-night comedian Stephen Colbert is now the sponsor of the US speedskating team for the 2010 Olympics. He’s agreed to put up the $300,000 the team needs following the bankruptcy last month of its primary sponsor, DSB Bank NV.

Colbert claims he’s going to have his logo on their their “billboard thighs.”

But the joke may be on Colbert. There’s not a chance that the International Olympic Committee would allow his logo or any reference to the Comedy Central cable channel on athletes’ uniforms since selling broadcasting rights is one of the IOC’s biggest source of revenue.

Still, it’s great publicity not only for US speedskaters, but speedskating in general. And, it’s yet another profile booster for the Vancouver Games.

It might even be the beginning of a worldwide trend starting with Rick Mercer sponsoring a Canadian team.